微博营销探析—策略研究与前景分析

发布时间：2018-02-24 08:41

本文关键词： 微博微博营销营销策略商业化　出处：《河南大学》2012年硕士论文　论文类型：学位论文

【摘要】：作为新兴的传播平台，微博在国内成立仅不到四年便表现出了飞速发展的势头。集社交功能与信息传播功能为一体的微博在逐渐成为“全民发声地”、“舆论导向仪”的同时，也呈现出了商业化价值。微博营销作为市场化营销的新形式，虽然伴随着微博发展进程仅仅在近几年才兴起，但在国外已出现了以戴尔为代表的，运用微博营销的高级用户，在国内也不乏由凡客、中粮等一批企业创造的微博营销经典案例，其表现出的巨大潜力已引起了业界和学界的普遍关注。所以，本论文的研究方向便是，希望通过理论结合实例的方式，更好得了解什么是微博营销，企业如何进行微博营销，以及微博营销未来的发展方向。本文首先介绍了微博从诞生于2006年的Twitter，到如今国内两个最大的微博平台——新浪微博和腾讯微博的发展历程。在分析了微博的含义、传播机制、要素和功能后，从而引出了微博传播的特点。当前，微博在国内外已享有极大的影响力和关注度，本文例举了傅蔚冈激情微博认捐和郭美美微博炫富两个近年来热议的由微博产生的话题，从侧面表现出了微博影响力的强大。随后，本文引出了营销的含义、常见形式及其特点。通过从内容更新、广告植入、活动营销、客服平台、软文营销这五大微博营销形式的分析，与传播快、广泛性、互动性、精准性四大特点的描述，希望能从总体上概括出微博营销这一新兴营销方式的轮廓。然后，文章分析了微博的互动营销策略、情感营销策略、整合营销策略、博文营销策略等几种常用的微博营销策略，并结合凡客、中粮两个企业的成功营销案例，生动阐释了营销策略助推企业宣传的作用。最后，本文构想了未来微博营销发展的前景、困境与策略。我国微博当前的用户集中在高阶层，低年龄段和强舆论引导力的人群。这些用户将是未来微博发展的主力军，对提升用户数量、完善内容机制有着积极的推动作用。同时，由于中小企业近年来受到的政策、经济支持，发展迅速，急需微博这种低门槛、高传播率的营销平台为其宣传，这也成为微博营销未来发展的基础。虽然微博营销发展迅速，但也存在着用户媒介素养缺失、网络技术不完善和专业人才缺乏等问题。微博开放的分享平台，不仅为有价值信息提供了传播渠道，也让一些虚假恶意信息快速影响社会，难免造成不良影响，也对微博营销的权威性起到威胁。相对滞后的网络技术发展，不能满足人们对营销中信息量、吸引度等要求。非专业人员的策划操作也会减低工作效用，使企业浪费资本。这些都会造成微博营销发展受阻。因此，，文章总结了一些解决困境的策略。政府、运营商和用户需要多方合作，起到监管微博信息的作用。探索完善微博中搜索引擎、数据库等优化微博营销网络的技术，能够助力企业了解自身的目标用户，实现精准营销。同时，重视吸收和培养微博营销人才，形成专业的营销团队，也是发展微博营销的必要内容。
[Abstract]:As a new communication platform, micro-blog in China set up only in less than four years showed a rapid development momentum. In the social function and the function of information communication as one of the micro-blog has gradually become a "universal voice", "public opinion instrument" at the same time, also presented the commercial value.
A new form of micro-blog marketing as a marketing, although with the micro-blog development process emerged only in the last few years, but in foreign countries have been represented by DELL, advanced users use micro-blog marketing in China, also by customer, micro-blog marketing classic case of a batch of enterprises such as COFCO creation, great potential the show has attracted widespread attention in the industry and academia. Therefore, it is the research direction of this dissertation, through combining theory and examples of the way to better understand what is the micro-blog marketing, how to carry out the micro-blog marketing enterprise, micro-blog marketing and development direction in the future.
This paper first introduces the micro-blog from Twitter was born in 2006, to the development of the domestic two largest micro-blog platform - Sina micro-blog and Tencent micro-blog today. In the analysis of the meaning of micro-blog, communication mechanism, elements and functions, which leads to the characteristics of micro-blog communication. At present, micro-blog at home and abroad have enjoyed influence and great attention, this paper cites the Fu Yugang micro-blog and Jocie Guo micro-blog show passion for two years a hot topic produced by micro-blog, from the side to show the powerful influence of micro-blog.
Then, this paper introduces the meaning of marketing, common forms and features. Through content updates, product placement, event marketing, customer service platform, marketing analysis of the five micro-blog marketing form, and spread fast, wide, interactive, accurate description of the four features, hope to generalize this a new marketing method, micro-blog marketing profile on the whole.
Then, this paper analyzes the interactive marketing strategy of micro-blog, marketing strategy, marketing strategy, marketing strategy and other commonly used several kinds of blog marketing strategy of micro-blog, and the combination of all two enterprises, COFCO's successful marketing case, vividly illustrates the marketing strategy to boost the enterprise publicity effect.
Finally, this paper presents the concept of micro-blog marketing development prospects in the future, difficulties and strategies. In China, micro-blog current user centered in the high level, the guiding force of low age and strong public opinion of people. These users will be the main force in the future development of micro-blog, to enhance the number of users, improve the content of mechanism has a positive role in promoting. At the same time, due to the small and medium-sized enterprises in recent years by the policy, economic support, rapid development, micro-blog need this low threshold, high transmission rate marketingplatform for its propaganda, which has become the basis for future development of micro-blog marketing. Although micro-blog marketing has developed rapidly, but there are also users of media literacy lack, lack of network technology is not perfect and professional personnel. The micro-blog open sharing platform, not only provide valuable information to provide the communication channels, but also to the rapid social effects of some false malicious information, will inevitably result in adverse effects, but also on the micro Authoritative blog marketing plays a threat. Network technology development is lagging behind, unable to meet the people in the marketing information, to attract other requirements. Non professional personnel planning operation will reduce the workefficiency, to enable enterprises to waste capital. All these will cause the micro-blog marketing developmentsuffocate. Therefore, this article summarizes some solve the dilemma the strategy. The government, operators and users need to multi-party cooperation and play a supervisory role. Explore and improve the information of micro-blog search engine micro-blog, micro-blog marketing network database optimization technology, can help enterprises to understand their target customers, achieve precision marketing. At the same time, pay attention to absorb and develop the micro-blog marketing talent, formed a professional the marketing team, it is the essential content of micro-blog marketing development.

【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206.3

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